VIEVE

VIEVE was founded in 2020 by Scottish makeup artist and YouTuber Jamie Genevieve, named after the Latin root for "full of life" and built around the products she felt the prestige makeup category was missing — pigmented but blendable, high-performance without crossing into theatrical. Genevieve self-funded the launch, kept the team small, and shipped initial product runs from her hometown of Glasgow, working with European labs to formulate against her own kit standards as a working makeup artist.

The Modern Matte Lipstick, Lip Definer, Skin Nova primer, and Eye Wand cream shadow stick became the breakout SKUs — heavy in editorial use among UK makeup artists and consistently reviewed at the high end of the indie prestige category. VIEVE is sold direct-to-consumer at vievebeauty.com, at Cult Beauty and Space NK in the UK, and through Selfridges, and has scaled into one of the most respected makeup-artist-founded indie brands launched in the post-2020 wave. The brand remains independent and Genevieve-led.